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Introducing Magazine Advertising Autumn 2009 An introduction to, The Benefits of Magazine Advertising - The Reading Experience - The Advertising Experience Facts and Figures - Who’s buying and reading magazines Planning Magazine Advertising Planning for reach

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an introduction to
An introduction to,

The Benefits of Magazine Advertising

- The Reading Experience

- The Advertising Experience

Facts and Figures

- Who’s buying and reading magazines

Planning Magazine Advertising

  • Planning for reach
  • Magazines ignite consumers like no other medium
  • Going digital
the reading experience
The Reading Experience

18. The Advertising Experience

what is a magazine
Magazines are published for, and segment around, communities of interest.

For every interest there is one or more magazine. And if there isn’t, there soon will be.

Magazines both reflect and influence society – so sometimes sales go up and sometimes they go down, depending on the mood, interests and economy of the nation.

Magazines are a paid-for shortcut to the best of ‘life’, helping readers enjoy their interests to their full potential. This applies on and offline.

What is a magazine?
how is this done
Editors spend their lives studying and understanding readers’ needs

A reader’s favourite magazine(s) reflects their interests, beliefs and values.

How is this done?

This medium has content I am most interested in

Source: PPA Absorbing Media

why do people read magazines
Why do people read magazines?

Information

Culture

Instrumental e.g. the weather, sales, opening times etc.

Ritual part of daily routine, e.g. going to work and relaxing after

Default absorbing media simply because it’s there

Analysis understand the world and form opinions

Relaxation passive absorption, unwinding

Enlightenmentkeeping up with the world, becoming informed

Entertainment having fun

Self-enhancement bettering ourselves

Escapism free the mind

Source: Henley Centre ‘Magazines Into 2000’

what s unique about magazines
Participation: you’ve paid, you’ve set aside time, you are going to read it.

Intimacy: magazines are regarded as ‘friends’

Community: like minded individuals of shared interest and values

Control: if you don’t like it, don’t read it

Leads to attention, trust, belief and action

What’s unique about magazines?

Source: Time Magazine Experience 2008

slide9

Participation and attention

Magazines are consumed differently to other media.

Along with BIGresearch, the PPA and others, Time Magazine found that readers are more likely to be singularly focused on their magazine and less likely to multi-media-task such as using a mobile phone, accessing the internet or using a gaming device or PDA. Although they might have the TV or radio on a bit.

Source: Time Magazine Experience based on Adults 16-54 Uk, France, Germany

slide10

Participation and attention

… and here are the results for surfing the net and watching television

Consumers are more likely to consider their magazine reading experience ‘Like a gift to myself’ (22%) compared to their TV viewing at 10% and internet experience at 16%

Source: Time Magazine Experience based on Adults 16-54 Uk, France, Germany

slide11

Participation and attention

Unlike much entertainment media, magazines are actively purchased and chosen by their audience. Coupled with the mental processing of reading, this means magazines command the fullest attention.

Research demonstrates that magazine readers pay attention to magazines and are much less likely to engage in other activities relative to how they use other media.

slide12

Institutions

Everyday Contacts

Community

THE WORLD

Friends

OUR WORLD

Family

MY WORLD / Magazines

Unrivalled intimacy and trust

Nothing captivates a person’s attention as intently as an intimate chat to a trusted friend and that’s exactly how the magazine moment is viewed by readers.

“Magazines dovetail well with the concept of My world because they enjoy many of the same characteristics of a close friend.”

“Magazines are triggers for conversations between friends”

“Magazines are crucial to people ingenerating points of view”

“People look to their magazines as a trusted agent”

Source: Henley Centre Planning for Consumer Change

slide13

A sense of community

Expertise: readers feel they are sharing in knowledge and up to date information, equipped for informal networking and gossip

Exclusivity: magazines help readers feel special, elevating them to the ‘club’. Interactions of letters, competitions and offers reinforce exclusive positioning and differentiation

Badging: a magazine is a designer statement

19% of regular web users claim the internet keeps them up to date. This applies to 26% of magazine readers

Source: Henley Centre Planning for Consumer Change / Time – Magazine Experience 2008

slide14

Total control

An underrated virtue of all print media (although the internet mention it a lot) is control. Print is not a linear broadcast coming at you. No ad break when you need one, plenty of ads interrupting when you don’t

With print, Where, When and How are all left up to the reader. This puts pressure on the magazine to ‘perform’ but when it does, all the aspects of participation, intimacy, friendship and trust are enhanced

A ‘me time’ medium. 34% of consumers set aside a ‘special time’ for reading magazines. This compares to 28% for Internet and 26% for TV

Source: Time – Magazine Experience 2008

magazines occupy a unique position in consumers media repertoire
Magazines occupy a unique position in consumers’ media repertoire

MagazinesNext best

… usually tailored to my needs 35% Newspapers 21%

… contains information I’m interested in 45% Newspapers 36%

… pick up ideas from 68% TV 62% Web 60%

… follow advice given in 43% Web 37% TV 35%

Source: PPA Absorbing Media

magazines occupy a unique position in consumers media repertoire16
Magazines occupy a unique position in consumers’ media repertoire

Average magazine pickups are 5.4 Rising to x 10 for TV magazines.

Reading lasts on average 54 minutes: twice as long as newspaper supplements

Source: PPA QRS

magazines occupy a unique position in consumers media repertoire17
Magazines occupy a unique position in consumers’ media repertoire

Value “I would feel like I was missing something if I did not read my favourite magazine every week”

Where “I like to read them in the evening when no one else is around”

Mood “If you’re feeling ‘housey’ you’d go for one magazine and if you’re feeling ‘dreamy’ you would go for another”

Community “My choice of magazines says something about the kind of person I am”

Attention “You get engrossed. You get lost in it. You sort of want to be part of the lifestyle contents of it … you get excited”

Source: PPA Absorbing Media / Time Magazine Experience 2008

the advertising experience
The Advertising Experience

18. The Advertising Experience

slide19

Who reads magazines?

The National Readership Survey is a continuous survey based on interviews with a representative sample of 36,000 adults in Great Britain. As with any sample-based survey, differences in estimates between periods are subject to sample variation.

Figures quoted are estimates for Average Issue Readership (AIR), which is defined as anyone who has read a publication within the interval between one issue and the next.

The National Readership Survey released its readership estimates for January-June 2009 represents 147 UK magazine titles.

visit the NRS at www.nrs.co.uk

slide20

Who reads magazines?

74% of adults in the UK are reached by one of the NRS listed magazines each average issue period

81% of women and over 67%of men are reached by an NRS title each average issue period

15-24 year olds are the age group most likely to be reached by magazines. 79% of young adults in the UK are reached by one of the NRS titles each average issue period

56% of adults “almost always” read at least one of these titles

Source: NRS Jan to June 2009 PPA – Adults reading one of the 147 titles listed on the NRS

slide21

Who reads magazine advertising?

Almost everyone who reads the title. 90% of pages are viewed – its up to the advert to catch attention and communicate

48% of readers agree that advertising adds to the enjoyment of reading

63% of Influentials say magazine advertising has influenced their recommendations

Magazines have highest attention of all media. Readers are least likely to be doing ‘something else’ than users of any other medium

Source: PPA QRS / PPA Absorbing Media

slide22

Why is magazine advertising different?

Targeted – most advertising in magazines is for brands/products within the readers frame of reference, or even in their cupboard

Relevant – most advertising in magazines is for brands/products they are in market for sooner or later. Recency Planning Theory suggests focus attention on the ‘sooner’

Helpful – magazine advertising is regarded as helpful, offering advice on everything from latest fashion to time and cost saving household solutions

“advertising in this medium is helpful as a buying guide”

% Adults Agreeing

Source: PPA Absorbing Media / Recency Planning Advocates

slide23

Why is magazine advertising different?

Control – the most underrated virtue of print advertising is control

Unlike linear broadcast messages, magazine advertising exposure is totally at the behest of the reader. This asks a lot of the advert to engage the reader, but if it does, then no other media channel offers such a good communication platform

Source: Nemi / Metro

slide24

Unique position of adverts in the magazine experience

“often find the advertising annoying”

% Adults Agreeing

“the advertising is too intrusive”

Magazine advertising is an integral part of the whole reading experience. Adverts are expected and valued. They inform, educate, entertain, offer real-life solutions and aspirational/emotional succour

And if they don’t do any of this, readers just turn the page – magazine adverts are not intrusive. This does put some pressure on the advert’s creative characteristics to perform

% Adults Agreeing

Source: PPA Absorbing Media

slide25

Unique position of adverts in the magazine experience

Consumers enjoy magazine advertising

A number of studies show that consumers are more likely to find magazine advertising acceptable and enjoyable compared to advertising in other media

Roper Public Affairs(2005)

slide26

Unique position of adverts in the magazine experience

Many studies show that consumers trust and believe magazine advertising more than advertising in other media.

Hearst Magazines’ Engagement Factor Study

slide27

Unique position of adverts in the magazine experience

Data from the MRI Consumer Innovator Study (2006) gives further proof that adults consider magazine advertising useful and valuable

Source: MRI Consumer Innovator Study 2006

slide28

Unique position of adverts in the magazine experience

In addition, consumers more strongly attribute negative attributes to advertising in broadcast media, radio, and the internet such as ads in these media have no credibility, are repeated too often and appear at inconvenient moments

Source: MRI Consumer Innovator Study 2006

slide29

Unique position of adverts in the magazine experience

“In a PVR world, we are looking at engagement. A print reader is an engaged reader and an engaged reader is more responsive to advertising”Starcom

“In an age where consumers are rejecting interruption advertising, magazines offer advertisers the 'holy grail' of engaged reach” BBDO

“There will always be an unquantifiable quality about magazine. Its what makes them special. Its about tying ones brand into a monthly or weekly statement about how people are living today – in the real world and in their imagination”

When Starcom USA asked a group of readers to rip out ten pages from their favourite magazine which encapsulated, for them, the values of the title …

one third of pages ripped out were adverts

Source: PPA / Time magazine Experience 2008

market facts and figures
Market Facts and Figures

18. The Advertising Experience

slide31

Magazines satisfy an increasing variety of interests

Magazines are able to meet a great range of customer needs

3 243 magazines published
3,243 consumer magazines are published in the UK today. 2nd only to the USA

Since the millennium, and all the associated digitalness, magazine title choice has increased by 8%, only noticeably decreasing in the current downturn

239 new consumer magazines launched in 2008

In the last 30 years, the number of consumer magazines has increased by 135%

3,243 magazines published

Source: PPA / BRAD

slide34

The top 30 Circulating titles Jan to Jun 2009

1 TV Choice 1,335,894

2 What's on TV 1,270,032

3 Radio Times 960,790

4 Take a Break 914,109

5 Saga Magazine 639,914

6 OK! Magazine 549,660

7 Closer 521,018

8 Reader's Digest 475,951

9 Glamour 474,128

10 Heat 428,423

11 Chat 423,267

12 Good Housekeeping 394,421

13 New! 388,971

14 That's Life 384,659

15 Cosmopolitan 376,857

16 Now 376,546

17 Woman & Home 333,867

18 Woman 326,086

19 Pick Me Up 313,875

20 National Geographic 313,264

21 Look 313,162

22 Reveal 311,324

23 TV Times 310,054

24 Star 307,543

25 Love It! 305,784

26 BBC Good Food 304,411

27 Woman's Weekly 303,746

28 Woman's Own 303,300

29 Sainsbury's Magazine 301,527

30 Best 291,566

Source: PPA

slide35

The top 30 Circulating sectors Jan to Jun 2009

Figures are not representative of the entire market. They represent circulation of 270 titles audited by the ABC January to June 2009. Around 3,000 more titles are in existence

Source: PPA / ABC January to June 2009

1 5billion magazines circulated
Almost 1.5billion magazines were circulated in 2008. 1.1billion were bought at newsstand, the remainder being subs and bulks

On average, 3.6 million consumer magazines are circulated every day. About the same as all the national broadsheets plus The Express and Metro

The average individual buys 22 magazines a year. During the digital age copy sales have held firm. Particular genres decrease and increase, reflecting society’s mood yet total market sales remain steady. Recent climbers have been News, Homes and Hobbyist

1.5billion magazines circulated

Source: PPA / ABC Excludes customer magazines and titles without ABC certificate

2bn spend on magazines
Almost £2.1bn was spent on magazines in 2008 … that’s’ about 3 times what we spend on cinema visits

Cover prices consistently above inflation indicate the value readers place on their titles

Cover price increases and total sales revenue have only noticeably decreased in the current downturn

£2bn spend on magazines

Source: PPA / Pearl & Dean

slide38

Men are from Mars

From the time when little girls are sharing My Little Pony and little boys are not sharing Thomas the Tank Engine, the gender divide is evident

It’s still there years later played out through magazine buying habits. Boys for hobbies and sport, girls for home, celebrity and fashion. And TV magazines, well who doesn’t love a bit of Deal or No Deal.

TV listings are the most popular read for 16-19 years olds. Music reigns among 16 to 24 year olds

Source: Keynote April 2009 / Purchased at least once a month

planning magazine advertising
Planning Magazine Advertising

18. The Advertising Experience

magazines accumulate reach faster and quicker than often believed
Magazines accumulate reach faster and quicker than often believed

It’s a popular misconception that magazine advertising is all and only about branding. The reach the medium can deliver, and the speed at which it occurs, make the medium a viable option for many more advertising objectives than branding / maintenance / awareness

NRS Readership Accumulation uncovered how quickly magazines deliver their readers and using it in planning means planning the proper way – weekly strike weights of realistically influential reach

--- Newspapers and TV weeklies

--- Weeklies and customer magazines

--- Monthlies

Source: NRS RAS

deliver the big numbers
Deliver the BIG numbers

The lifeblood of magazines are the women’s weeklies. And just one advert in each of these seven titles will deliver 55 ratings(women with children) and 32% reach

OK!, Woman’s Own, Woman, Take a Break, What’s on TV, Heat, Closer

30 ratings in one week. The campaign is 73% complete within a week of on sale. That’s 1,870,000 women with children reached in an environment of engagement and trust - a suggestion of the size and speed of audience delivery through magazines

Source: NRS RAS

deliver the big numbers42
Deliver the BIG numbers

And what about those gadget obsessed young men? Expensive on TV and don’t watch much anyway.

But contrary to popular belief, 16-24 year old men do not spend all their time on Facebook. 73% of them read an NRS verified magazine.

Of course, NRS measure just 170 titles leaving over 3,000 to best guess at. For information on those its best to see publisher statements and surveys.

Just one advert in these seven magazines - Nuts, NME, Loaded, FHM, Four Four Two, Kerrang – delivers 56 ratings with 31% reach. 93% of reach achieved with two weeks of on sale

Source: NRS RAS

deliver the big numbers43
Deliver the BIG numbers

And what about those AB Men. High income. Maybe an early retirement pension pot. Empty nest and time on their hands

They read the Sunday papers, listen to non-commercial radio and are very selective and expensive in their commercial TV choice

This schedule of one insertion in Radio Times, Which?, Gardeners World, Readers Digest, Good Food, What Car?, Economist, New Scientist, Golf Monthly, GQ and Country Life will deliver over 40 ratings at 29% reach

Source: NRS RAS

slide44

Reach beyond national press

A common misconception is that advertisers can use national press supplements and consider the print job done.

Its not that simple. Aside from supplements lacking the vital magazine ingredients of engagement, relevance and trust, they also lack the hard stuff …reach.

Premium market has reduced exposure to newspapers

The percentage of adults who buy a magazine but hardly ever buy a newspaperhas risen from 8.7% in 2008 to 11% in 2009. While magazine sales have rationalised recently, but remained relatively stable, newspaper sales (especially in the broadsheets) have been heading south for some time.

Source: Keynote April 2009 / Purchased at least once a month

slide45

‘Making the sale’

A popular misconception is that magazine advertising can not produce identifiable sales results. More often that’s due to low relative levels of activity rather than any fault of the activity that is happening. Numerous studies suggest that magazine advertising should work. There is also plenty of proof that it does

For example, from the PPA came Sales Uncovered. The TNS analysis of 20 household-name brands operating realistic magazine schedules found that on average, including magazines on the schedule made a positive difference to a campaign of 11.6% extra sales value

Brands influenced everyone. That influence was most pronounced among and for, brands which used magazines … and they do a branding job at the same time

Source: PPA Sales Uncovered

slide46

Triggering online search

Given the cost differentials in colour page versus 30” TV spot contacts, magazines work out as the most cost effective driver of online searching … and they do a branding job at the same time

70%of online adults have been prompted to search by offline messaging

When asked "Which of the following have triggered you to go online when looking for information on products that you have considered purchasing?“, TV and magazines rated highest

Source: BMRB Omnibus survey of 3,045 online adults aged 16-64

slide47

Kick-starting word of mouth

Magazines excel in reaching consumers who impact the attitudes and behaviours of people within their sphere of influence

Based on an analysis of word-of-mouth influencers, heavy magazine

readers are far more likely to influence family and friends across a range

of product categories

Magazines are most likely to complement the web in reaching social networkers who build buzz

Social Networkers by Media Use / Used Facebook/MySpace in Past 30 Days

Index

Magazines 149

Newspaper 87

Radio 113

Television 65

Internet 181

Source: MRI Autumn 2008 / MPA USA

slide48

Reaching the influentials

Magazine Readers Are Super Influential

Consumers say USA.

Across 60 product categories, magazines

and the internet most often rank #1

or #2 (out of six media) in delivering

the highest concentration of Super

Influential Consumers.

“Super Influentials” are defined by MRI

as the people who have great experience

in this product area and whose advice on

this category is trusted by friends and

family members.

Number of times medium ranks

#1 or #2 among Super Influential

Consumers across 60 product

Categories

Magazines 51

Internet 54

Outdoor 19

Newspapers 4

Radio 1

Television 0

Source: MRI Autumn 2008 / MPA USA

going digital
Going Digital

“The trusted brands on the internet are the ones that were trusted anyhow. Potentially a big advantage for magazine brands”

Martin Sorrell

going digital50
Going digital

Going digital is not about reworking print for pixels. Its about identifying and focusing on what users want from the brand on line. Be that fashion shows, live, or up to the minute product reviews or …

going digital51
Going digital

… aggregating individual brand strengths to develop new brands online with functionality bespoke to users online behaviour and needs